Leading footcare brand Scholl – launched in 1906 by podiatrist William Mathias Scholl – is aiming to embrace 21st century marketing tech to drive awareness around preventative care among younger generations with the appointment of behavioural-science driven media agency Total Media.
Scholl claims to hold the number one market share position across their three pillars – comfort, aid and care – in the UK, Germany, France, Italy, Japan and Australia.
The company sees an opportunity for growth in the younger audience groups, aged over 35, with a focus on positioning the brand into the wellness category, which is a booming $4.9bn market on track to deliver 10% growth on an annual basis.
Total Media won the account in a competitive pitch, managed by intermediary Eley Consulting. The incumbent agency was Zenith, who took part in the pitch.
The agency will now manage a multimedia campaign across Scholl’s top six and further distributor markets using TV, BVOD, social, search, and programmatic.
The campaign will debut on TV on Bank Holiday Monday (May 8) during Coronation Street, and address two behavioural barriers; getting more people to pre-emptively care for their feet and getting more people with an issue to treat their feet.
Total Media is part of one of Europe’s largest independent media networks, Mediaplus, and will manage the international account across more than ten markets globally, including UK, Germany, Italy and France, in cooperation with the Mediaplus agencies.
Scholl chief marketing officer Kate Godbout said: “We’re so pleased to have Total Media as our chosen agency to drive our new campaign, to help raise awareness about preventative care. We’re passionate about preventing long-term treatment but in order to do this, we need to reach the 35+ demographic. We’re looking forward to working with Total Media to make this possible.”
Total Media chief executive Tom Laranjo added: “We recognise Scholl as a leading wellness brand and we’re delighted to have been selected to help them step into new territories with this exciting campaign. We can see huge potential for them to tap into younger audiences and we’re looking forward to working alongside the team at Scholl to make this happen.”
Brand founder Dr Scholl would no doubt approve of this new approach. He was reportedly well known for his advertising acumen, direct marketing to shoe stores, and the establishment of Foot Comfort Week. And, according to Time magazine he lived by the motto: “Early to bed, early to rise, work like hell and advertise.”
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